Why the best thought leadership doesn’t sound like thought leadership

Today’s most influential business leaders aren’t always the ones with MBAs from prestigious schools or decades spent climbing corporate ladders. They’re people with unconventional resumes, winding paths and stories that would have raised eyebrows in a boardroom two decades ago.

Some might say this is more of a Silicon Valley quirk spreading to other industries, but I don’t think so. It signals a fundamental change in how we define credibility and leadership in an era where personal brands carry more weight than corporate logos. 

The polished veneer of traditional corporate culture is cracking, revealing something more interesting underneath — and audiences are responding with their attention, trust and dollars.

The death of the script

Traditional thought leadership used to follow a predictable formula: hire a ghostwriter, sprinkle in some buzzwords about synergy and disruption, publish on LinkedIn, repeat. But audiences have developed an allergy to corporate platitudes.

Up to 46% of companies have seen a decline in reputation this year. Buyers are tired of cookie-cutter CEOs who speak in abstractions, and they’re choosing to follow leaders who speak plainly about their failures, unconventional paths and beliefs, not just the talking points the PR department approved. 

Some may assume this is a push for authenticity; after all, wasn’t authenticity the ultimate goal a few years ago? But it isn’t that simple. Today’s buyers are moved by:

• Results (i.e., real data, case studies based in reality, tool kits and playbooks that work).
• And novelty. 

When we consume thought leadership, we want to learn and be inspired, but we also want to be entertained. Think about the public figures dominating the media and the thought leaders who gain real, unwavering traction. It’s not enough to have the intelligence and experience. Today’s thought leaders also need charisma and a uniqueness that stops scrolls and garners interest. For marketers, this presents both a challenge and an opportunity: how do you build a brand around someone who refuses to be packaged?

Consider Keegan Caldwell, who runs Caldwell Law, a multinational law firm. His path to becoming global managing partner included being arrested on drug charges and becoming a practicing lawyer without attending law school — details likely scrubbed from a traditional executive biography.

Instead of hiding these facts, Caldwell (now sober for decades and highly successful) discusses them openly when speaking about criminal justice reform and second chances in professional settings. And from a marketing standpoint, what could have been a liability has become one of his strongest differentiators.

Imperfections create strong and interesting stories that engage your audience, and this extends beyond personal narratives. Leaders are abandoning the glossy perfection of traditional corporate communications in favor of messages that acknowledge complexity and uncertainty. They’re admitting when they don’t have all the answers, sharing works in progress instead of just victories, and engaging in honest conversations rather than broadcasting from behind a wall of jargon.

Dig deeper: The 3 pillars of real thought leadership

Meeting people where they are

Influence means avoiding elevating yourself above your audience. Instead? You stand beside them. The fastest way to build trust is to drop the pretense and speak the same language as the people you’re trying to reach.

One example that comes to mind is Tim Noonan, CEO of Evertrak. His company transforms recycled plastic into railroad ties that match the strength of traditional wood while addressing environmental concerns. But when Noonan meets with railroad workers, contractor and industry veterans, he stays grounded in the industry’s concerns. He doesn’t lead with fluffy green messaging. 

Instead, he provides real durability and cost-effectiveness data — and he isn’t afraid to push back when someone challenges his product on TikTok either. His no-nonsense style resonates with an industry that values straight talk over smooth presentations. It’s a masterclass in one of the oldest and strongest marketing rules: know your audience.

This realism creates a different kind of authority. When leaders stop trying to project an image of perfection, they become more relatable and, paradoxically, more influential. Their opinions carry weight, not because of their titles or credentials but because they’ve earned trust through consistency and honesty. They’re building movements, not just managing companies. And movements, as any marketer knows, are far more potent than campaigns.

Dig deeper: Thought leadership: The human element your marketing needs

The power of the unexpected combination

The most intriguing aspect of unconventional leadership is how seemingly unrelated experiences create unique perspectives. It’s humanizing, real and valuable to your brand.

Let’s take a look at Rohit Garewal. As CEO of Object Edge, he spends his days helping legacy companies (think manufacturing and similar) implement AI solutions and navigate digital transformation. These are industries where change happens slowly, old systems run deep and resistance to new technology is often cultural as much as technical.

But Garewal brings an unexpected tool to these challenges: his experience as a DJ. The skills required to read a room, build energy and guide people through an experience translate surprisingly well into change management. Both require understanding rhythm and timing and how to move people from where they are to where they need to be. 

It’s a reminder that the best marketing efforts come from those who understand human psychology, regardless of their official title.

The future is unconventional

Unexpected combinations challenge our assumptions about expertise. They suggest that the next breakthrough in your industry might come from someone whose resume doesn’t fit the traditional mold. The lawyer who never went to law school might understand justice better than someone who memorized case law. The executive in torn jeans might connect with workers in ways that someone in a three-piece suit never could. The DJ-CEO might see patterns and possibilities that pure technologists miss.

The rise of unconventional thought leaders isn’t a temporary trend or a generational rebellion against corporate norms. It represents an evolution in understanding influence and credibility in an age where information moves instantly and authenticity has become a meaningless buzzword — but it can’t be faked. That’s why unconventional leaders like these succeed, not despite their unconventional backgrounds but because of them.

As more organizations recognize the value of diverse perspectives, we can expect this shift to accelerate. The corporate script is being rewritten, one unconventional leader at a time. For marketers tasked with building and promoting these leaders’ brands, their playbook is being rewritten, too.

Dig deeper: Bridging the gap between mental availability and momentum in B2B